Auckland, New Zealand – The programmatic DOOH steering committee of the Interactive Advertising Bureau (IAB) in New Zealand has agreed on a new industry benchmark impression called the ‘Impression Multiplier’ formula, in a bid to be used by New Zealand-based DOOH suppliers activating inventory programmatically.
The formula is commonly referred to as the value of impressions delivered by a single ad play, appropriate to the hour of the day, day of the week and the screen on which the ad is served. Arriving at this value requires the application of an Impression Multiplier formula.
The agreed formula consists of several variables; these include the cumulative data, pertaining to the hourly audience exposed at a screen level; the ad play duration and dwell time in front of each screen which used to determine a probable number of ad play exposures, and lastly, the number of ad plays within the hour on the screen being measured. Hourly audience volume and dwell time lengths are determined by each supplier’s respective measurement methodologies.
Said agreement follows last year’s announcement of the IAB Programmatic Steering committee, an initiative from the IAB to accelerate the adoption and revenue growth of programmatic digital out of home in New Zealand, through a program of thought leadership, education, inspiration and awareness.
LUMO’s Jack Plowright, who leads the committee’s Measurement workstream, said, “For a market in its formative period, this is a significant achievement. What we identified early on was a desire amongst members to find consistencies where practical for our respective networks. Having one recipe we can all follow.”
Meanwhile, Kurt Malcolm, committee member and trading and innovations director at JCDecaux New Zealand, commented, “’This piece of work was only possible because we acknowledged our responsibility as an industry body to provide clarity in an emerging marketplace. A robust and representative Impression Multiplier formula is a leap towards that.”
